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Information about Consumer Interests and Behavior as an Object of Legal Relationships in the Period of Digitalization
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Information about Consumer Interests and Behavior as an Object of Legal Relationships in the Period of Digitalization
Annotation
PII
S1605-65900000622-5-1
DOI
10.12737/jrp.2023.017
Publication type
Article
Status
Published
Authors
Valeriy Belov 
ORCID: 0000-0003-2910-3014
Occupation: Associate Professor at the Department of Entrepreneurial and Corporate Law
Affiliation: Russian State University of Justice
Address: Moscow, Russia
Edition
Volume 27 No. 2
Pages
59-71
Abstract

In theoretical and practical legal researches issues related to the legal status of information as an object of civil circulation have been discussed for a long time, including in the context of contractual relations between merchants, where information about consumers, their activities, interests and behavior is in particular demand. At the same time, the conclusion of transactions in relation to information containing data about digital traces and shadows of consumers in the Internet may contain aspects related to the violation of their rights and legitimate interests. On the one hand, such objects of civil circulation are in demand in the business environment, and on the other hand, they indicate the possibility of potential conflicts related to interference in the private affairs of individuals. All of the above confirms the relevance of the study of certain specified aspects within this work.

The purpose and objectives of this work is to study the object of contractual relations arising between merchants regarding information about the interests, behavior and attention of consumers and potential buyers of goods, works, services and other benefits obtained through the use of digital technologies and methods for targeting, profiling and parsing user and consumer data. It is applied also to consideration of the issue related to identifying the degree of influence of these processes on users and consumers, the protection of their personal data and other issues of privacy and the right to secrecy.

The methods are: analysis (including logical and systemic), comparison, analogy, normative, intersectoral, etc.

Based on the results of a study of existing theoretical and applied approaches to the issue of information about the behavior, interests and preferences of consumers as an object of civil law relations, the following conclusions are made: 1) the paid provision of information about the interests, preferences and attention of consumers and Internet users is a widespread object of contractual relations between entrepreneurs; 2) the object of the contract to identify the interests, preferences and attention of consumers (digital traces and shadows of users) through the use of digital technologies is an information product as a result of the activity, as well as the scope of exclusive rights that are transferred to the customer; 3) the implementation of actions related to obtaining information about the interests, preferences and attention of users of social networks and potential buyers of goods offered on the Internet — without proper consent from the latter — may be a violation of the rights and legitimate interests, since such an act contains signs of unauthorized interference with privacy and legally protected secrets.

Keywords
information, consumer, consumer attention, consumer interest and behavior, information as an object of legal relationship, digitalization, targeting, profiling, parsing, personal data of a consumeruser, personal data protection, consumer protection law
Date of publication
20.02.2023
Number of purchasers
12
Views
277
Readers community rating
0.0 (0 votes)
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